The Social Callinghttp://www.thesocialcalling.com
Content Marketing ServicesMon, 12 Mar 2018 16:03:22 +0000en-UShourly1https://wordpress.org/?v=4.9.3Boost Your Audience Engagement by Increasing Readability & Content Measurementhttp://www.thesocialcalling.com/boost-your-audience-engagement-by-increasing-readability-content-measurement/
http://www.thesocialcalling.com/boost-your-audience-engagement-by-increasing-readability-content-measurement/#respondMon, 12 Mar 2018 16:03:22 +0000http://www.thesocialcalling.com/?p=2308read more →]]>Creating, measuring and analyzing content is one of the essential steps that ensure audience engagement, but the most important ingredient for an engaging content mix is none other than the words themselves.
In order to invite visitors and keep them hooked, the content has to be informative, engaging and most essentially, interactive. You need to engage your audience with the words, the videos and the imagery to make sure their interactive never falls off your website/blog.

We’ve put together some essential metrics and pointers to help you boost your reader engagement:

Content Clarity
What is clarity? It is the ability of your content to provide a comprehensible and easy-to-understand readability, basically making the text easier to read. It is essential because neuroscience dictates that processing the meaning of words poses a much greater cognitive load on the human brain as opposed to videos and imagery.

Shorter Attention Spans
When generating content, it is essential to understand that modern users have a short attention span, and if you want to hook them, the content must be engaging and powerful with very little confusion for your visitors. You want to avoid friction at all costs.

Powerful Readability
For business communication and general information, the gold standard of readability falls at grade eight, and even lower at times. The trick is to avoid using long sentences, limit your passive voice to 5% or even less, and of course, using a lot of active voice with short sentences to make technical subjects much more interactive and engaging.

People, Process, Tools

People, process, and tools is a modern approach that allows commercial and governmental organizations to engage their readers. The people factor focuses on education and awareness, while the processing element dictates identifying the steps that can be automated and mapping the publication process for improvements. And lastly, tools dictate the use of objective measures to analyze readability through subjective and quantitative measurements.

Training Courses
Several leading organizations send their employees and writers to obtain training courses to improve their ability to write for the web, and these involve cover web pages, informative articles, entertainment writing, product brochures and marketing letters amongst others. These training sessions help companies produce powerful web writers with an increased awareness of readability and SEO statistics.

Clarity Tools
Writers can benefit from the help of lightweight clarity tools by measuring, editing and revising their content, and maintaining a solid readability metric before publishing their work.

Audit Tools
Audit tools allow content teams to review, control and score the content, while allowing editors to maintain powerful quality, along with tracking the readability and engagement garnered by the work of every writer on the team individually. This allows editors to understand the success of each writer.

Improve instead of Obsessing
Instead of obsessing over the poor performance of certain content, always focus on the improvements you can bring about by investing in a technology to innovate the content from the front end, adopting innovative content styles and formats, and of course, tailoring the keywords and phrases to help your audience process them easily.

]]>http://www.thesocialcalling.com/boost-your-audience-engagement-by-increasing-readability-content-measurement/feed/0What Happened to A/B Testing?http://www.thesocialcalling.com/what-happened-to-a-b-testing/
http://www.thesocialcalling.com/what-happened-to-a-b-testing/#respondMon, 19 Feb 2018 18:10:12 +0000http://www.thesocialcalling.com/?p=2303read more →]]>When it came to conversions for optimized pages, A/B Testing was what webmasters used to produce the data they needed. Things have changed, though – there are better and quicker approaches to stimulate growth in the modern digital world.

A/B testing is a process that’s no longer relevant. It has long been criticized for its flaws, most of which have contributed to its obsolesce.

A/B Testing: what was it?

A/B Testing, sometimes referred to as “split-run testing,” or “buckets testing,” was a type of statistical hypothesis assessment involving a pair of elements (such as Variables “A” and “B”) for the sake of determining what created the most intended outcome towards a certain objective.

As far as statistical assessments went, A/B Testing became popular in the digital field of website optimization, particularly to make websites as user-friendly as possible. Webmasters from the late 1990s to the 2000s would rack their brains trying to figure out if their sites should contain a specific colored button, how large or small their headings should be, what font types to use, and many more aspects. The choices they made had huge consequences, so each detail was important.

A/B Testing seemed to be the solution for many a webmaster. A/B Testing provided webmasters with a way to assess the features on their sites – coupled simultaneously – with the intent of growing conversation rates.

Webmasters used the results of the tests to establish what colors, fonts, and heading sizes to use, for example. They were able to aesthetically and functionally alter their sites to increase hits, sales, or downloads. Each one of these factors contributed to a stronger online presence. It was a big victory for those working in the digital field. Agencies, marketers, and online stores noticed substantial improvements – their sales increased while their sites became visually appealing and user-friendly. A/B Testing had become the darling of the digital world…

…and then all the fun came to a halt, specifically during A/B Testing’s initial success.

While the UI and UX of websites were modified and enhanced, so, too, was the field of internet marketing. Gone were the traditional “webmasters” and instead, we saw an influx of “Demand Generation Executives,” “Digital Marketing Managers,” and “CRO (Conversion Rate Optimization) Specialists,” many of whom were raised during the social media boom and were used to immediate results. Before long, A/B Testing became outdated – conventional website and marketing managers didn’t want to wait for long durations for A/B Testing to be conducted. Two simultaneous assessments suddenly became not enough.

The simultaneous contrasting between Elements “A” and “B” was starting to be thought of as irrelevant and sluggish. More traffic was desired, and the approaches used at the time were insufficient. Also, A/B Testing didn’t give people the results they wanted, since just one in eight A/B Tests were deemed a success.
In the new millennium, A/B Testing was no longer considered innovative. It was slow, and time was of the essence. Time and money were too precious, and as such, digital marketers chose to concentrate on creative strategy and branding.

Such inefficiencies resulted in the decline of A/B Testing. Sometimes people still use the approach, but not as much as everyone used to. We appreciate what A/B Testing brought to the table and consider it a pioneer in the field of website optimization. We salute A/B Testing for kickstarting the improvement of web design. Though it served us well, it is now time to focus on modern approaches to digital optimization.

The newest approach to website assessments is known as AI-Powered Optimization. You see it used in Facebook ads and Google Map trips. AI-Powered Optimization is enhancing experiences better than ever.

So long, A/B Testing. The modern digital world thanks you for your service.

]]>http://www.thesocialcalling.com/what-happened-to-a-b-testing/feed/0The Content Marketer’s Guide to Making the Most of the New Yearhttp://www.thesocialcalling.com/the-content-marketers-guide-to-making-the-most-of-the-new-year/
http://www.thesocialcalling.com/the-content-marketers-guide-to-making-the-most-of-the-new-year/#respondMon, 08 Jan 2018 18:02:57 +0000http://www.thesocialcalling.com/?p=2299read more →]]>January is the month of resolutions and goal-setting. These don’t have to be limited to health, fitness, and lifestyle goals, though; why not make some professional resolutions to reflect your “New Year, new you” attitude as well? Whether you’re a seasoned marketing pro who needs a fresh approach or a novice trying to build your brand and cultivate a reputation in the content marketing niche, I’m here to help you make the most of the new year. As a content marketer with years of experience helping businesses build their online presence, I know first-hand how important a yearly examination of your marketing techniques is to succeed in the ever-evolving world of online marketing. Here are my top tips for making 2018 your best year yet.

Make or Revisit Your Marketing Plan
The importance of this step cannot be overstated. Whether you’re new to the content marketing landscape or you’ve been around the block a few times, everyone needs a roadmap. A lot goes into creating a winning marketing strategy, but there’s just as much that goes into building your brand so you have something great to market in the first place. Break down your whole process into small, easily-measurable goals – like these – so you can see where your performance and ROI milestones are and exactly what you need to do to reach them.

Refine Your Approach
Now that you know what you want to accomplish in 2018, it’s time to review how you want to get there. Marketing strategies vary from business to business; what works phenomenally for one niche may be disastrous for another. If you specialize in one niche, you’ll need to identify the best practices for marketing to that audience, as well as marketing your services to businesses in that niche. If you want to market to many niches, you need a variety of strategies on hand. Keep up with the shifting SEO landscape by following other content marketers and industry leaders, and integrate what you learn into your marketing plan.

Sales Strategy Integration
My final piece of advice for making the most of the new year for your business is to remember that, as a marketer, your client’s business relies as much on integration as yours does. Likewise, if you’re trying to fit content marketing into your small business strategy, seamless integration between your marketing plan and your sales strategy is key. If you aren’t already, make sure that your marketing approach lines up with your client’s (or, if you’re going it alone, your) sales approach to maximize conversions, profit, and ROI all around.

Having a plan for success in place makes all the difference, but it’s important to remember that marketing changes as new tools and technology become available. Flexibility and adaptation are more crucial to marketing than ever before. To stay up-to-date on the newest content marketing practices and how to implement them, follow me on Twitter and check back regularly for more Social Calling blogs!

]]>http://www.thesocialcalling.com/the-content-marketers-guide-to-making-the-most-of-the-new-year/feed/0Seven Juicy Nuggets to Help Write Creative Contenthttp://www.thesocialcalling.com/seven-juicy-nuggets-to-help-write-creative-content/
http://www.thesocialcalling.com/seven-juicy-nuggets-to-help-write-creative-content/#respondThu, 07 Dec 2017 23:41:58 +0000http://www.thesocialcalling.com/?p=2295read more →]]>In this article, we will cover easy tips to help you generate creative content for your website. Most of our customers know the importance of content and realize how quality content plays an important role in a website. Sometimes, content marketing can reach a bottleneck and it feels like all creativity is lost. If you’ve decided to write your own content, below are a few pointers to help start the creative process.

Develop content that drives customersIdentify your business’ value proposition. Why should visitors choose your product or service over your competitors? If you can’t answer that question, you need to back up and focus on your VP. Are visitors taking action on your website? Do they understand the differentiating factor of your offering? First, evaluate and develop content that will help you address the gap.

Know your target audience
This may seem like a “no-brainer” but you’d be amazed at how many businesses want to be “all things to all people.” When you do that, you don’t end up targeting anyone specifically. Really figure out who is your ideal audience and who is not. Once you know, be sure to tailor the content for them so you’re speaking their language.

Experiment
Also known as a/b testing. You need to see what works and what doesn’t with your target audience. Even changing the CTA (call to action) at the end of your article can make all the difference in conversions.

Strong Headlines and subheadlines
You have mere seconds to capture your audience’s attention. You need to have an eye-catching headline as well as strong sub-headlines. The content should be written in bite-size nuggets so it’s easier to digest. If you don’t know how to come up with a headline, you might first start with some of the keywords and/or phrases you plan to include in your article. It will, at the very least, get those creative juices flowing.

Write as-you-go
Or what I call a “brain dump.” Just write what comes to you and don’t worry about punctuation, grammar, etc. That can always be edited down later. It’s much easier to work with disorganized content than no content at all.

Stop Comparing
This isn’t a competition. I mean, yes it’s a competition when it comes to similar services or products in your industry. However, don’t compare yourself to people who write professionally; otherwise, you’ll get frustrated and give up on the process. If you need to look at articles in your industry for “inspiration” by all means do so. Just keep in mind you cannot plagiarize. If you do, Google will find you, hunt you down and penalize your site.

Review after awhile
Even the best of writers will walk away after writing an article and come back later to review it. While it’s good to be confident in your efforts, you would be amazed how many edits you’ll make after having a good night’s sleep and a cup of coffee.

The Takeaway
These are just a few nuggets to consider before taking pen to paper. Creating new, relevant and consistent content on your site is key to keeping visitors staying on your site longer and closer to taking action (conversion). Don’t neglect this area of your online business. If this is not something you want to do yourself, nor have the time to do, that’s when a freelance writer can really be a lifesaver. If you have questions or need assistance, don’t hesitate to email or call me.

]]>http://www.thesocialcalling.com/seven-juicy-nuggets-to-help-write-creative-content/feed/0Instagram Stories is Outstripping SnapChat for Content Marketinghttp://www.thesocialcalling.com/instagram-stories-is-outstripping-snapchat-for-content-marketing/
http://www.thesocialcalling.com/instagram-stories-is-outstripping-snapchat-for-content-marketing/#respondMon, 20 Nov 2017 18:23:06 +0000http://www.thesocialcalling.com/?p=2291read more →]]>When Instagram rolled out its Stories feature in late 2016, many cried foul. Accusations abounded that Instagram was doing little more than riding the coattails of SnapChat by adding a feature strikingly similar in function to the breakout picture-messaging app. However, the most recent data suggests that Instagram may be winning the race for influencers and marketers alike, thanks to a brand-friendly approach to the Stories feature that SnapChat seems uninterested in pursuing anytime soon.

SnapChat Segregation

SnapChat has created a barrier between brands and users. While a preference to focus more heavily on the messaging aspect of the app makes for a cleaner casual user experience, it creates problems for influencers and marketers alike, limiting their reach and their engagement potential. SnapChat’s content viewing stats are sinking as its appeal shifts away from entertainment in favor of personal messaging. Influencers are posting less and less on the friend-focused app and opting for the broader discoverability and marketer-friendly features of Instagram Stories in droves. And where the influencers go, and therefore their audiences, it would be wise for marketers to follow.

Return on Investment

Like all marketing strategies, content marketing takes time and money to implement. Many small and medium businesses are gravitating towards low-cost methods, especially social media marketing, to grow their business. But when a platform insists on a separation between brands and their audience, as SnapChat does, it becomes difficult to justify continuing to invest in a strategy that just isn’t paying off – especially when there is a similar, marketing-friendly alternative gaining steam. Instagram Stories offers all the content-focused appeal of SnapChat, augmented by the extensive brand-friendly add-ons and integrated advantages of its parent app, the social media giant Facebook.

Instagram Advantages

One particular advantage of Instagram is its discoverability potential. With “Shop Now” and CTA buttons, Instagram has positioned itself as an ideal starting point for funnels and content marketing to drive traffic to the businesses that make the move. These “shoppable” posts are incredibly effective and aren’t disruptive to the user experience, increasing their appeal. IG’s advertisement tools include the wildly-effective Canvas format, Power Editor, and Ad Manager from parent-app Facebook, allowing marketers to seamlessly integrate their campaigns across platforms, and their analytics tools give marketers access to crucial metrics for better campaign testing and planning. Beyond that, Extended Stories allows for a greater pool of content than SnapChat by allowing marketers and influencers to draw beyond the standard 24-hour window.

Now, more than a year after Stories were added to Instagram, one thing is clear: for marketers, IG Stories is not a “rip-off” or a “carbon copy” of SnapChat’s messaging-focused platform. Its expansive marketing tools and integrated features make it a far better solution to cost-effective social media marketing than its predecessor, and both brands seem quite content with that. For the latest and greatest content marketing insights, follow The Social Calling on Facebook and Twitter!

]]>http://www.thesocialcalling.com/instagram-stories-is-outstripping-snapchat-for-content-marketing/feed/0Five Important Questions to ask your Social Media Marketing Firmhttp://www.thesocialcalling.com/five-important-questions-to-ask-your-social-media-marketing-firm/
http://www.thesocialcalling.com/five-important-questions-to-ask-your-social-media-marketing-firm/#respondFri, 06 Oct 2017 20:35:09 +0000http://www.thesocialcalling.com/?p=2285read more →]]>With the current world transformation to all things digital, the importance of social media to a company’s overall marketing strategy cannot be overemphasized. Putting together a befitting social media profile and orchestrating a comprehensive campaign are two sure-fire ways to improve market reach, conversions, and customer engagement. But how do you know which marketing firm is best to help you undertake this herculean task?

There’s a lot to consider before committing to any one particular marketing firm. And to help you sift through the now the excessive list of Social media marketing agencies, we’ve come up with a list of five questions to ask your social media marketing agency before you consider hiring them.

What’s your success story like?
In the world of Social media marketing, results mean effectiveness. Inquire about their previous clients and the results they achieved for them. Do they have a portfolio? If yes, don’t hesitate to go through this and any other available customer testimonial.

How do you plan to undertake my marketing campaign?
The most effective social media campaigns are those that follow a systematic and accurately laid down blueprint. Companies worth their mettle go through a series processes that include undertaking a comprehensive market research, drafting up a concise strategy, project execution, analysis and end-stage optimization. Make sure to find out the mode of operation of your prospective marketing agency. Who manages what? And how do they intend to bring about your success?

What is the billing process?
Make certain to confirm the cost implication before committing to any marketing agency. Also, clarify what mode of billing they plan to implement. Is it an upfront payment? Are there any recurring fees or periodic charges subject to fluctuations? Thorough knowledge of these and more help you plan and make adequate budgeting preparations.

What’s your approach towards project updates and communication?Am I going to get periodic updates on the effectiveness of your marketing campaign? Or do you prefer delivering a project report only after you have achieved tangible results? Is there any provision for an in-depth analysis as to what worked and what flopped? Different social media agencies have different styles of reportage; your choice should be one that fits your personal preference.

What exactly do I get from subscribing to a particular package?Most social media companies price their services in packages. Knowledge of the services included in a particular package helps guide your decision – before choosing any package verify whether it is all-encompassing or restricted to a set of social media platforms. Also, make sure to inquire about extras with regards to multimedia content creation. Would there be any provision to track analytics? What is the set number of posts per social media platform? Ask these and more before committing to any particular subscription.

Social media is without a doubt one of the most efficient ways of bolstering market reach, brand reputation and customer engagement, a fact that is evident in the number of companies currently hiring Social media marketing agencies. Before you join the hype train and commit to a marketing company, make sure to get answers to these questions, as clarity defines the success of any business relationship.

I’ve written on end about the importance of content and why you need to include images in your social media marketing. I’ve mentioned the power of SEO and website design. But I want to expand on the importance of quality over quantity, especially when it comes to graphic design. Having a few hundred low-quality images and visual components for your blog or site can be more damaging to your ranking (and your bottom line) than having none at all. Let’s dive into the reason that quality graphic design is so important to successful marketing and discuss how to separate the fabulous from the frauds.

What is Graphic Design?
Graphic design, simply put, is the process of combining visual elements (like text and images) in an appealing way. It also refers to the artistic output of this process. Graphic designers are artists who lend their expertise to businesses by creating appealing advertisements, logos, website layouts, and more. Some designers use already-available stock images, some are photographers themselves, and some can draw or paint a masterpiece in ten minutes or less. They understand visual principles such as positive and negative space and how to draw someone’s eye in exactly the direction they want it to go.

Why Does Graphic Design Matter?
Then again, there are some “graphic designers” on the web who couldn’t draw their way out of a wet paper bag. They slap elements together with no regard for the principles of design because they don’t know any better. They haven’t had formal training and haven’t taken the time to learn the building blocks on their own. The reason that quality graphic design — be it your logo, the photo for your blog, or the layout of your site – matters so much is that first impressions count. If your site looks like it was put together by a five-year-old with a graphics tablet, your prospects will get the impression that quality and professionalism are not important to you.

How Can I Find a Great Designer?
It’s not feasible for many small and medium businesses to hire a full-time graphic designer, but finding a freelancer can be tricky. Always check the portfolio of the artist (and fact-check it, too) and remember that you get what you pay for. Would you rather have a $5 tattoo or a $500 tattoo? Outrageous rates come with fantastic work, and there’s a method to the pricing madness. Time + effort + skill + materials needed = premium prices. If you want more bang for your buck, you can find a talented designer who still needs to build their portfolio (their prices are generally lower for high-quality work).

When looking for a bargain, if the price seems a little steep for what you want done, but not quite outrageous, chances are the artist is right for you. And, if you don’t want to have to surf the web or call around to find a graphic designer you can both trust and afford, you can always hire a third party (like a content marketing project manager) who knows where to look to do it for you.

Via Julian Partridge | Flickr

Remember, as important as looking good is to first impressions, it’s only half the battle. You need to sound good, too. Quality visuals are only part of the content marketing equation. The words you pair with them have to be as pretty as the pictures themselves or you’re doing your business a massive disservice. That’s where I come in. I can help you get the best quality content, with high-quality visuals and high-quality written material, all in one made-for-your-business package.

]]>http://www.thesocialcalling.com/looking-good-the-importance-of-quality-graphic-design/feed/0Home Page 101http://www.thesocialcalling.com/home-page-101/
http://www.thesocialcalling.com/home-page-101/#respondWed, 26 Jul 2017 22:52:21 +0000http://www.thesocialcalling.com/?p=2272read more →]]>Home pages are the welcome mats you roll out for your readers when they visit your website. This is a typically under appreciated but vitally important page that your website MUST have in order for you to communicate to your readers and get them to stick around. In today’s digital environment, we only have a few seconds and even fewer words to be able to hold our readers attention, and without an “interesting” homepage there is almost no way you can stop your readers from leaving your website. There are a few tips, however, that you can use to help keep your viewers engaged with your content so that they don’t wonder away from your site.

Why Are you Better than the Competition?

First, you need to come up with your Value Proposition. In 20 words or less, you need to tell your readers why they should be engaged in your website and why they should do business with you. This is the hook that you use to reel in your readers and keep them engaged. While 20 words might not seem like a whole lot, when you put your mind to it, you can cut out the extra fluff and get to the heart of the matter in an interesting way that readers will appreciate.

Now that you’ve gotten your readers interested, you’ll need to address the Pain Points. What can you offer your customers and what problems can you solve for them? This is where you get into the meat and potatoes of your message. This is where you tell them what you are offering and how you differ from the competition. Exercise your salesmanship here but, more importantly, be authentic and be unique with your message.

It’s Not About You!

One common mistake people make is that their homepage tends to be about themselves and not their website. Don’t fall into this trap. Your homepage is not about YOU but instead it is about your audience and what they need. It’s about what you are trying to sell and it’s about what message you want to get across to your readers. Save the author’s bio for the “About Us” page.

Keep your homepage short and sweet. You have mere seconds to get your readers attention, so avoid rambling paragraphs and blocks of text. Don’t bombard your newfound readers with information right away. Remember, your homepage is your welcome mat, so you have to invite them in first so that they may explore your site freely and without hesitation.

Ethical Bribe

You could also consider using a Lead Magnet (or ethical bribe). Provide something of value in exchange for their email address. People, initially, tend to do research before they hit that “buy” button, so a lead magnet is a good way to establish trust which allows you to market to them later on.

Keep it Fresh

Lastly, and maybe most importantly, keep your content fresh! Updated content is THE key factor in staying alive on the internet. News travels faster than ever before and people crave updates, whether it’s about the news or what’s happening on their Twitter feed. So, don’t get left behind! Keep your site current, fresh, and accurate so that your readers come back to you looking for authoritative information they can count on

]]>http://www.thesocialcalling.com/home-page-101/feed/0Customer Testimonials: A Content Marketer’s How-To Guidehttp://www.thesocialcalling.com/customer-testimonials-a-content-marketers-how-to-guide/
http://www.thesocialcalling.com/customer-testimonials-a-content-marketers-how-to-guide/#respondMon, 19 Jun 2017 16:22:18 +0000http://www.thesocialcalling.com/?p=2267read more →]]>Customer testimonials can be a double-edged sword, but they’re an important part of an effective content marketing strategy. Reviews and testimonials increase brand trust and credibility by giving prospective clients a first-hand account of how your product or service has helped them. The question many business owners and their marketing teams face is how to make customer reviews work for their content marketing strategy. To help you determine the best way to implement a strategy that involves client testimonials, I’ve put together this handy guide.

How do I secure usable customer testimonials?
There are a lot of ways to encourage and ask customers to review your product or service or to write a testimonial about their overall experience with your company. The key is to get them to actually do it, and to do it in such a way that the testimonial is useful.

Securing quality testimonials starts with asking the right questions. “Yes/No” questions are obviously a no-go; they don’t allow for any additional information. Rating scales are iffy, and should be used in conjunction with open-ended questions that lead your clients to be specific about their experience. Ask questions about how your product or service has benefitted them, about their customer service experience, and so-on. For even better testimonials, ask your customers to include a photograph, the city they live/work in, and possibly their business name (if you have a B2B business, for example). Putting a face to the name will make the review more relatable.

Should I use a third-party review site?
Third party review sites have their pros and cons. On the one hand, they collect and display all of your reviews in one easy-to-find place. They usually have an integrated star-rating system so potential customers can see your average customer experience. They can act as free advertisement and they can also increase your SEO visibility and reach.

On the other hand, these sites usually cost money to use, which means a potential drop in ROI. They often do not have a vetting or filtering process for reviews, which means that malicious, untrue, and damaging information could hurt your conversion numbers, especially if it comes from a spammer. You have more control over the display of reviews if you integrate them into your site or your content. Remember that people are suspicious of all-positive reviews, though. Keep and respond to any truthful – but less-than-stellar – reviews to build trust and minimize the risk of returned products or refunded services.

Where should I integrate these testimonials?
Whether or not you use a third-party site, testimonials are like content marketing salt: you should sprinkle them anywhere they’re relevant. One particularly important technique if you don’t opt for a third-party site is to create a testimonials page for your website. This collects all of your reviews into one place that is easy for your prospects to find.

Your blog, your email campaigns, your social media posts, and even your printed materials are a great place to include testimonials. However, one of the best places to include written, audio, or video testimonials is on your products or services page. First, your prospect reads your sales copy, then they see or hear the copy reinforced by a satisfied customer. It’s a one-two conversion combination. Likewise, your CTAs should feature the words of a happy client – social proof that can nudge prospects towards taking the next step.

The Takeaway
Whether you use a third-party site or integrate your reviews and testimonials into your content, these snippets of digital word-of-mouth are an important part of converting on-the-fence prospects. Now that you understand these best practices for collecting, cultivating, and displaying client reviews, you can use this guide to integrate customer testimonials into your overall content marketing strategy.

Five seconds to kick a field goal, five seconds to shoot a 3-pointer, five seconds to slapshot the puck into the net. Five seconds to win.

That’s all the time you have to convince your prospect that your landing page is worth their time before they bounce back to the SERP and try again elsewhere. Five seconds doesn’t seem like much, but you can do a lot in that short amount of time with the right format, the right approach, and the right optimization. Below is a list of three winning PPC landing page strategies sure to score you conversions and net quality leads.

1. Don’t Crowd Your Content
It may seem like a good idea to load your page with as many CTAs as you can. Whether you’re catering to different audiences or promoting multiple products, this practice will result in higher bounce rates.

Why? Because it’s confusing, and frustrating, for prospects to have to sift through several CTAs, multiple offers, and a bunch of targeted copy that doesn’t apply to them to figure out how to get what they want. Streamline your landing page to have one CTA for one product.

This also applies to your content. Tell your prospects what they need to know without all the fluff. Directness is the key to conversion when your prospects need to be able to glean what they need from a quick skim.

Pro Tip: Keep your CTA instructions clear and concise. People don’t want to have to think about how to get the information they’re looking for. Make it easy.

2. Follow the Goldilocks Rule for Lead Information Collection

Another seemingly useful play for getting quality leads is to ask for as much information as possible in your lead capture form. This way, you know exactly who your prospect is and why they need your product. But having an unnecessary number of fields is an excellent way to lose prospects instead of gaining leads.

On the other hand, having a generic email capture with no name and no anti-bot measures is a one-way ticket to a pile of spam. The key is to ask for no more information than you need to move to the next step of your sales funnel, and no less. Like Goldilocks, you have to find the balance that’s just right. Usually, first name, last name, and email are all you need.

Pro Tip: Captchas can actually hurt your conversion rate, and reCaptchas are essentially useless against bots. Honeypots are a great, and easy, way to keep real humans filling out your forms while keeping bots away.

3. Build Trust to Reassure Prospects
While keeping your copy concise is important, it’s also crucial to explain how beneficial your product is. Earning your skeptical prospects’ trust is a big part of that. And prospects trust your customers more than they trust you.

It’s simple: the core of sales is to pitch your solution as the solution. Consumers know this, and they also know that sometimes, it just isn’t true. But seeing someone who used your product, who has no ulterior motive for praising your product, say that it’s the solution reassures your savvy prospects and makes them feel like they can trust you.

Find a place on your page to display your testimonials and recognizable customer logos where your prospects are bound to see them. Having endorsements from everyday users is awesome. Having endorsements from household names is even better. Ditto for stats and other “hard evidence” that your product is as great as you make it out to be.

Creating super-converting PPC landing pages is as simple as following the playbook. There’s a formula – a pattern to follow, and while your product may be a game-changer, the tips I mentioned above hold true. So, remember that the buzzer sounds in just five seconds after your prospect clicks on your ad, and make your PPC landing page a by-the-book winner every time.